Fans of the Maze Runner series are obsessed with all things related to Grievers, Gladers, Cranks, and Shanks. And fan influencers lead feverish conversations about them through their social channels.
So how do you bring some of those high profile fans onto the Scorch? (the desert-like, post-apocalyptic setting of the film) Give them an exclusive, personalized piece of content that confirms their clout within the Maze Runner community.
Approach six of the biggest influencers within the Maze Runner fan base. Get their selfies. Then infected them with the Flare.
Influencers were "crankified" that is, custom illustrated to look like they were inflected with The Flare, the deadly virus from the film.
They then shared the photo with their followers, encouraging them to send in their own selfies. And three of their lucky fans got crankified portraits as well.
By utilizing our influencers' social klout we generated over 100 selfie submissions and amassed over 100 thousand engagements without any compensation or paid media.